I.T Parkview Green: The Next Generation of Multibrand Stores in China

While luxury brands have been consolidating their stores in China and slowing down on expansion, the multibrand category seems to be booming. Hong Kong based retailer I.T, which has been in China for over 10 years now, is taking the category to the next level with a store in Beijing that showcases an unique deisgn concept.

The boutique is located in Parkview Green, a new mall everyone is buzzing about thanks to its pioneering green architecture and largest selection of Dali art sculptures (all taken from the owner’s private collection).

Covering almost 20,000 square foot, the two storey space is currently the largest I.T store in China. It was designed by British architect Jamie Fobert, who also worked with Selfridges and Givenchy. The new look is dominated by white and black with marble and cement floors. Inside you’ll find the retailer’s usual edit of emerging and independent designers alongside more established names.

What’s interetsing about the design is the interchangeable “store-in-store” concept, which is created using 22 black metal boxes of different sizes. Each box is dedicated solely to one brand with edgy designers like Pierre Hardy, Rick Owens and Ann Demeulemeester boasting their own space alongside big labels like Lanvin and Saint Laurent. Each box has been customised by the brand but also blends seamlessly with the store design for consistency. Its a fun, creative way to shop. We’re looking forward to seeing more!

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About Us

Divia Harilela is the former fashion editor of Hong Kong’s South China Morning Post and a much-quoted, extremely well-dressed authority on the fashion and luxury worlds in Asia. She founded her fashion website, The D’Vine, in April 2011. Read more